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Regulations Governing THE MASTER OF BUSINESS ADMINISTRATIONOMB 1 TITLE OF THE COURSEOMB 1.1 The course shall be called Master of Business Administration course which isabbreviated as MBA.OMB 2 DURATION OF THE COURSEOMB 2.1 The MBA course shall be of two years’ duration, extended over foursemesters.OMB 2.2 The candidates shall be allowed a maximum of four years (8 semesters) ofduration to be eligible for the award of MBA degree, failing which he / she shall have toregister once again as a fresh candidate.OMB 3 ELIGIBILITY FOR ADMISSIONOMB 3.1 Admission is open, to the Master of Business Administration Course, to all thecandidates who possess a Bachelor’s Degree of minimum three years’ duration recognizedby this university or who have passed any other examination recognized by this university asequivalent thereto.OMB 3.2 The candidates shall have passed the prescribed qualifying examinations withnot less than 50% of the marks in aggregate of all the years / semesters of the degreeexaminations. However, in the case of candidate belonging to SC/ST and any other groupsclassified by the Government of Karnataka for such purpose from time to time, the aggregatepercentage of marks in the qualifying examinations shall be not less than 45%.OMB 3.3 Government seats and Management seats in colleges shall be filled as per theGovernment Order issued from time to time in this regard.OMB 3.4 All graduates other than the graduates of VTU shall have to obtain EligibilityCertificate from the VTU to seek MBA admissions in any of the colleges affiliated to VTU.OMB 3.5 The Calendar of events in respect of the course shall be fixed by the Universityfrom time to time. 2

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OMB 4 ATTENDANCE REQUIREMENTOMB 4.1 Each semester of the course shall be treated as a separate unit for calculation ofthe attendance.OMB 4.2 A candidate shall be considered to have satisfied the attendance requirement ifhe / she has attended not less than 85% of the classes in each subject of the respectivesemesters (Theory, Seminars, Practical Training, etc) actually conducted up to the end of thesemester.OMB 4.3 A candidate, who does not satisfy the attendance requirement, mentioned asabove, shall not be eligible to appear for the Examination of the semester and shall berequired to repeat that semester along with regular students during the subsequent year.OMB 4.4 If a candidate, for any reason, discontinues the course after the first / thirdsemester he / she may be permitted to register for the second / fourth semester, after oneyear with the immediate subsequent batch, subject to the condition that he / she shallcomplete the class work and seminar including the project / internship within maximumstipulated period of four years from the date of commencement of the course.OMB 4.5 The Principals of the concerned Colleges shall display regularly, the list ofsuch candidates who fall short of attendance, on the notice boards.OMB 4.6 The list of the candidates falling short of attendance shall be sent to theUniversity at least one week prior to the commencement of examination.OMB 5 INTERNAL ASSESSMENTOMB 5.1 Each candidate shall obtain not less than 50% of the marks prescribed for theInternal Assessment of each subject, including seminars.OMB 5.2 Internal Assessment Marks shall be based on assignments / tests / oralexaminations / Practical Components and seminar conducted in respective subjects.OMB 5.3 Candidates obtaining less than 50% of the Internal Assessment marks in anysubject shall not be eligible to appear for the examination in that subject. However, the Headof the Department may arrange for the improvement of Internal Assessment marks in thesubject / subjects in subsequent semesters and the candidate be provided an opportunityfor taking the examination at the end of the immediate subsequent semester to fulfill theprovisions of OMB 5.1.OMB 5.4 The student shall write the Internal Assessment Test in Blue Books which shallbe maintained by the Principal for at least one month after the announcement of result forverification by the University Officials. 3

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OMB 5.5 Every sheet of Internal Assessment marks list shall bear the signatures of theconcerned Teacher, Head of the Department and the Principal of the Institution.OMB 5.6 The Internal Assessment marks list shall be displayed on the Notice Boardand corrections, if any, shall be incorporated before sending to the University.OMB 5.7 No corrections of the Internal Assessment marks shall be entertained afterthe submission of marks list to the University.OMB 6 PAPER SETTING AND EVALUATION OF THEORY ANSWER PAPEROMB 6.1 Question papers in theory subjects shall be set by the Examiners appointedfor that purpose by the University.OMB 6.2 There shall be double valuation of theory papers in the UniversityExaminations. The Answer Papers shall be valued by two examiners appointed by theUniversity.OMB 6.3 If the difference between the marks awarded by the two Examiners is notmore than 15 per cent of the maximum marks, the marks awarded to the candidate shall bethe average of two evaluations.If the difference between the marks awarded by two examiners is more than 15, the scriptshall be evaluated by a third examiner. The average of marks of nearest two valuations shallbe considered as marks secured by the candidate. However, if one of the three marks fallsexactly midway between the other two, then the highest two marks shall be taken foraveraging.OMB 7 INTERNSHIP (PROJECT WORK)OMB 7.1 All the candidates shall undertake an Internship (Project Work) of ten weeks’duration during the fourth semester. The Internship should have industry orientation and thework should be certified by the concerned organization where the student has undertaken theInternship.OMB 7.2 The Internship report shall be submitted by the students as per the guidelinesprescribed by the university from time to time.OMB 7.3: For the Project work (Internship), the Internal Guide shall carry out the internalassessment for 100 marks.OMB 7.4 A panel of Examiners consisting of an external examiner and an internal examinershall separately value the Internship report for 100 marks. A Viva voce examination for 100marks shall be jointly conducted by a panel of examiners consisting of an external andinternal examiner. This examination has to be conducted in batches of 5 students. TheInternship marks will be included in the 4th semester scheme. 4

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OMB 7.5 A candidate shall secure a minimum of 50% of marks in aggregate (in the internalassessment, evaluation of Internship report and viva voce examination). In the event of hisfailing to secure the 50% marks, he shall have to re-do the Internship.OMB 8 ELIGIBILITY FOR PASSINGOMB 8.1 There shall be a university examination at the end of each semester.OMB 8.2 A candidate shall obtain a minimum of 40% of marks in the UniversityExamination and a minimum of 50% of marks in the aggregate including the InternalAssessment marks for passing in a theory subject. The passing marks in the internship shallbe as provided under OMB 7.5 and 8.4.OMB 8.3 There shall be no restriction for promotion of a candidate from the first semesterto the second semester and from the third semester to the fourth semester provided he/shehas fulfilled the attendance requirement as per OMB 4.2.OMB 8.4 A candidate who has not failed in more than four heads of passing from the firstand second semester put together shall be eligible for promotion from the second semesterto the third semester.OMB 9 AWARD OF CLASS & RANKOMB 9.1 The candidates, who have passed in all the subjects of all four semesters and inthe internship, shall be declared to have passed the course.OMB 9.2 Classes shall be awarded to the candidates who have passed in all subjectsat each semester on the aggregate marks obtained by them in the first attempt at therespective semester.OMB 9.3 A candidate who secures 70% and above marks in aggregate in first attemptshall be declared to have passed in first class with distinction.OMB 9.4 A candidate who secures 60% or more marks but less than 70% in aggregatein first attempt shall be declared to have passed in first class.OMB 9.5 A candidate who secures 50% or more marks but less than 60% in aggregatein first attempt shall be declared to have passed in second class.OMB 9.6 Classes shall be awarded at the degree level to the candidates who havecompleted the Course based on the first attempt aggregate of all four semesters takentogether.OMB 9.7 The number of ranks declared at degree level shall be 10 or 1% of studentsappeared for examination whichever is less. The ranks shall be declared on the basis of the 5

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aggregate marks of all the four semesters taken together, provided the candidates haspassed in all these four semesters in first attempt only.OMB 10 SPECIALISATION OF STREAMSOMB 10.1 A student may opt for any one of the specialization streams.OMB 10.2 Every student shall be required to take four papers in the specialization streamin the third semester and four in the fourth semester.OMB 11 REJECTION OF RESULTSOMB 11.1 A candidate may at his / her desire reject his / her latest semester results ofUniversity Examination with respect to all subjects of that particular semester examination.Rejection of result of individual subjects shall not be permitted. Rejection shall be permittedonly once during the entire course. Provided that earlier sessional marks of the rejectedsemester shall be retained. Provided further that in 4th semester the rejection shall notinclude Internship Work.If the rejection of the University examination results of the semester happens to be of an oddsemester, the candidate can take admission to the immediate next even semester. However,if the rejection of the University result is of even semester, the candidate cannot takeadmission to the next odd semester.OMB 11.2 Application for rejection shall be submitted to the Registrar (Evaluation) of theUniversity, through the Principal of the college, within thirty days from the date ofannouncement of results.OMB 11.3 A candidate, who opts for rejection is eligible for the award of class anddistinction, but is not eligible for the award of ranks. 6

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• Pick a successful growing company. Do a web-search of all news related to that company over a one-year period. Analyse the news items to understand and write down the company’s strategy and execution efficiency.• Pick a company that has performed very badly compared to its competitors. Collect information on why the company failed. What were the issues in strategy and execution that were responsible for the company’s failure in the market. Analyse the internal and external factors• Map out GE 9-cell matrix and BCG matrix for some companies and compare them• Conduct SWOT analysis of your institution and validate it by discussing with faculty• Conduct SWOT analysis of companies around your campus by talking to them 42

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Business Service Marketing: Special ChallengesModule V (6 Hours)Formulating Channel Strategy: Industrial Distributor, Definition, Geographical Distribution,Size Characteristics, operating characteristics, Role of Sales Agent and their drawbacks,choice of the right Distributors, Participation of other Channel Members in IndustrialDistribution- Channel Logistics- Relationship of Logistics & Physical Distribution, Total Costapproach customer service, assessing the customer service, Identifying the cost centers.Module VI (6 Hours)Pricing Strategies: Price Determinants, Factors that Influence the Pricing Strategies,concept of learning curves, Pricing Strategies, Competitive Bidding, LeasingModule VII (6 Hours)The Promotional Strategies: Advertising in Industrial Markets, uses, Message Formulation,policies, media ,budgetary support, evaluation of advertising- sales Promotion- Use of SalesPromotion in Industrial Markets, trade shows and exhibitions B 2 B Forms of E-CommerceModule VIII (6 Hours)Management of Sales Force: Managing the Industrial Sales Force, Organizing andcontrolling the industrial sales force activity, planning for the sales force Deployment.Personal Selling: Selecting and Recruitment of Industrial sales person, sales training,Directing, Motivating, Task Assignment, Compensation, Measuring the Effectiveness ofSales Force.Relationship Sales and Marketing, Four forms of Seller RolesCase studies in Indian context only (4 Hours)Practical Components: • Go to a Government unit as well as a private manufacturing company: what are the differences in their purchasing procedures, pricing, payment terms etc? Study the tender method and its advantages/drawbacks? • Attend a trade show of Industrial Products organized in your area and study the differences in the brochures, advertising, and the other marketing inputs. • Imagine you are marketing a product like tyres which can be sold to the large buyers (Business Marketing) like KSRTC as well as in the retail market. Write down your assumptions as to what the 4 P’s are likely to be and then compare it what it actually is? 48

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Retail Pricing: Factors influencing retail pricing, Retail pricing strategies, Retail promotionstrategiesRelationship Marketing in Retailing: Management & Evaluation of Relationships inRetailing, Retail Research in Retailing: Importance of Research in Retailing, Trends inRetail Research, Areas of Retail Research. Customer Audits, Brand Management in retailingCase Studies 2 HoursPractical Components: • Interview a salesperson and write a brief report about what they like and dislike about their jobs, their salary, travelling allowances, sales quotas, why they chose a sales career, and what does it take to succeed in this profession. • Go to a kirana store and a supermarket and compare the following: a) store arrangement b) No of brands carried c) pricing policies – are discounts given? d) service – personal or impersonal? Etc etc. • Go to around three kirana stores in your neighbourhood (around 2 kms) and discuss with them the importance of location, pricing, credit policy, etc . What percentages of goods is sold ‘loose’ in each locality and compare this with the approximate income range of the customers? What are the retailers losses when a customer defaults in payment? Does he make up for it by increasing his prices to other customers? • Ask your friends if they would buy certain goods like groceries, vegetables, socks, mobile, pens etc from the roadside vendor as against a regular shop. Group the products into low risk and high risk ones. Does this buying behavior also depend on the personality of the individual doing the buying? Or the one doing the selling? • Student can make a presentation on any product or the services of student choice, covering selling strategies and one day work exposure towards merchandising in any big retail outlets of respective places where institute is operating. Rural colleges can send the students to the city nearby to observe the merchandising planning in retail outlets and to make a small report.RECOMMENDED BOOKS: 1. Sales & Distribution Management - Tapan K. Panda & Sunil Sahadev, 6/e, Oxford University Press. 2. Managing of Sales Force - Spiro Stanton Rich, 11/e, TMH, 2003. 3. Sales Management: Text and Cases – Ghosh P. K, HPH. 4. Integrated Retail Management - James R. Ogden & Denise T. Ogden, Biztantra, 2003. 5. Retail Management - Levy & Weitz, 8/e, TMH, 2012. 6. Retailing Management - Swapana Pradhan, 4/e, TMH, 2012. 7. Retail Marketing Management - Dravid Gilbert, 2/e, Pearson Education. 51

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Module IV (8 Hours)Customer defined service standards: “Hard” & “Soft” standards, Process for developingcustomer defined standards.Leadership & Measurement system for market driven service performance- Keyreasons for GAP 2- service leadership- Creation of service vision and implementation,Service quality as profit strategy, Role of service quality in offensive and defensivemarketing.Service design and Positioning – Challenges of service design, New service development– types, stages. Service blue printing- Using & reading blue prints. Service positioning –positioning on the five dimensions of service quality, Service Recovery.Module V (6 Hours)Employee role in service designing: Importance of service employee, Boundary spanningroles, Emotional labour, Source of conflict, Quality – productivity trade off, Strategies forclosing GAP 3.Customer’s role in service delivery- Importance of customer & customers role in servicedelivery, Strategies for enhancing- Customer participation, Delivery through intermediaries-Key intermediaries for service delivery, Intermediary control strategies.Module VI (5 Hours)Managing demand and capacity – Lack of inventory capability, Understanding demandpatterns, Strategies & Tools for matching capacity and demand, coping with fluctuatingdemand, Waiting line strategies.Module VII (8 Hours)Role of marketing communication – Key reasons for GAP 4 involving communication, Fourcategories of strategies to match service promises with delivery, Methodology to exceedcustomer expectation.Pricing of services- Role of price and value in provider GAP 4, Role of non monitory cost,Price as an indicator of service quality Approaches to pricing services, pricing strategies.Module VIII (6 Hours)Physical evidence in services: Types of service scapes, Role of service scapes, Framework for understand service scapes & its effect on behaviour, Guidance for physical evidencestrategies. 57

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procedure, evaluating test scores, short listing ratio, short listing criteria- benchmarkapproach and descending order approach.Interviewing-Meaning and significance, methods, advantages and limitations. Interviewersand their preparedness. Interview content and process. Factors to be assessed ininterviewing. Personality and physical features, emotional maturity, oral communication, jobknowledge, person-job fitness, person-organization fitness, expectation-offer compatibilityand salary negotiation.Assessing physical fitness and health- Meaning and significance, methods, age, gender,sensory fitness, motor fitness, testing for physical endurance, acceptable standards of health.Antecedent Verification- Meaning and significance, education, age, qualification,experience, good behavior at work, performance at work, verification for criminalantecedents.Module VII (10 hours)Appointment and joining: Appointment - Meaning and significance, offer of appointmentand acceptance, appointment order, contents of appointment order and its acceptance. Bondfor minimum service, bond for good conduct, caution deposit against possible losses.Joining- Fixing a joining date. Joining day formalities, verification and collection of certificatecopies, collecting photos, PAN number and passport copy. Providing access to enter andexit. Providing place to work, providing furniture, stationary, equipment, entering name in themuster roll, opening the personal file etc.Module VIII ( 4 hours)Induction and deployment: Meaning, significance, methods, and contents introducing newemployee to the existing employees in person or through communication. Showing all thedepartments and facilities to the new employee. Basic rules to be followed at work to dealwith people issues, processes and task issues. Deployment of right person to right position.Practical components: • Students are expected to conduct a mock induction session for the selected batch of students and submit a report as part of the assignments. • Students can identify various sources of recruitment used by Indian organization for lower, middle level and top level management jobs. • Identify three to four jobs generally known to most of the students and ask them to collect the data and prepare job description and job specification for the said jobs. • Obtain online access to the resume data base of Naukri.com or Monsterindia.com for a week and give at least four job descriptions and specification to each student, to search and download from the data base at least five resumes for each position • Form groups of five to six students. Ask each group to identify and present the parameters/ standards for selecting a (a) police constable, (b) forest guard, (c) computer operator, (d) software programmer, (e) bank cashier and a (f) nurse.RECOMMENDED BOOKS: 80

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and holidays, conveyance, leave travel concession, food coupons, housing, Benefits,perquisites and statutory components.Module V (14 hours)Benefits and incentives: Meaning, significance and characteristics, basis for benefitspayment, statutory benefits- employees state insurance, provident fund, gratuity,unemployment benefits, skills up gradation benefits, pension, employees compensation andMaternity benefit, non statutory benefits- insurance against injury, illness, disability, fatalaccident and death. Meaning and significance of incentives, basis for incentives payment,purpose and types- regular, periodical and occasional incentives, cash incentives andincentives as fringe benefits. Stock options.Module VI (6 hours)Executive compensation: Meaning and significance of executive compensation, uniquefeatures of executive compensation, fixed components and variable components, perquisitesand benefits basis for determining executive compensation, statutory upper limit onexecutive compensation as per Companies Act 1956, stock options, joining bonus, retentionbonus and severance pay.Module VII ( 6 hours )Law Relating to compensation: Payment of wages Act 1936, Minimum wages Act 1948,Payment of Bonus Act 1965, and Equal Remuneration Act 1976.Module VIII (6 hours )Taxation on salary and benefits: Meaning and significance of taxation on salary,Professional tax of state government on salaries people, income tax of central governmenton salaries people. Components of salary and benefits which are exempted from payment oftax. Approaches to create salary structures to minimize the tax liability. Procedure fordeduction and remittance of taxes. Responsibilities of employer and employee in complyingwith taxation law.Practical components: • Students have prepare questionnaire for conducting wage survey and carry out wage survey for any selected sector and prepare a report for the same. • Students are expected to conduct a survey regarding the effective utilization of resources within the campus and find out the flaws in the existing compensation system. • Give a wage determination case and ask the students to suggest solution. • Give a cost to company case and ask the students to role play for negotiating with a prospective job applicant to distribute the CTC under various components. • Give a case to Identify and prepare the, notices to be displayed, returns to be submitted and the registers to be maintained as per the above legislations. 82

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nurturing Ideas; impact of culture, history, language & folklore on Ideas, The Idea in Art,Ideas in Nature, Ideas in Science, What are the Best Ideas of the 20th Century? Articulatingthe problem, How to look at ideas as problem solvers?Module II (6 Hours)Ideas across domains like FMCG, durables, services, corporate & individual branding;translation of the principles across B2C, B2B, G2C & P2P; implications in non-traditionalmarketing fields like charity, spirituality & politics; do’s & don’ts of Ideation across allsituations, The Origin of the Word – Brand, Difference between a Product and a Brand, TheConnection between a Brand and its Advertising, Brand Ideas as Owned or Seen byConsumers.Module III (6 Hours)What is an Advertising Positioning? How to write a Creative Brief? The need to articulate theIdea and how to ensure its expression across multi-media? Carrying an Idea to flawlessexecution; selling an Idea – Conflict Resolution and the Art of Compromise, Wit in Advertisingand Design, Shades of Humour and Indian and Global Culture.Module IV (8 Hours)Implications across different touch points & tasks & budgets; execution mandatories;techniques for Idea generation & evaluation; Mind Mapping, Brainstorming, RandomAssociation, Problem Reversal, Forced Analogy, Assumption Smashing, Attribute Listing,Lateral Thinking, 100 Boxes, Hive Mind; Six Thinking Hats; Branding touch point # 1---Brandname & its packaging & its logo & its colors & its font.Module V (8 Hours)Branding touch point # 2---The channel & placement & retail; Modern trade versus kirana;The role of the channel and brand pull; Monitoring and Managing Channels; Branding touchpoint # 3---The Strategic role of Pricing; Price and Consumer profile and Brand image.Branding touch point # 4---Brand promotion including PR. Brand Positioning, BrandPositioning Process, Product Positioning Process, Brand Positioning and the Consumer MindModule VI (6 Hours) 87

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The role of media mix and tapping the inherent synergy; The ROI of promotions; The inter-play between Marketing & Sales & Distribution & After-sale service & Operations &manufacturing; The Role of New Media in Brand Promotion, Direct Marketing, InteractiveMarketing, Personal Communication; Market Entry Method, Licensing and Franchising, andContracting, Non-profit MarketingModule VII (8 Hours)Strategic Brand Management; Brand portfolios; Brand extensions; Sub-brands; Motherbrands; Umbrella brands; Brand Integration Strategy; Brand folk-lore & Myths & Icons; Branddisasters & Revitalizing & refreshing brands; The emerging philosophy of Brand influenceand Brand Advocacy; How can brands have meaningful & exciting & mutually advantageousconversations with their current & prospective consumers?Module VIII (8 Hours)The impact of technology & Internet & social networks; New media and brand-consumerrelationships; Promiscuity on the rise---brand switch at the click of the mouse; The resultinglowering of exit barriers & vanishing of geographic borders; Global and Local BrandManagement; The Impact of Technology and Internet and Social Networks; Search EnginesImpact and Perception of Brands; Blog Impact on Brands.Practical Components: • Look for 5 unique & highly persuasive ideas around you and imagine what would have been the underlying consumer need that these ideas seek to solve. • Survey 6 service brands---3 successful & 3 failures and identify through a field study among their users the reasons for their success & failure. • Write an essay on the similarities & differences among brands & their ideas in rural vs urban markets. • Do a secondary research about the global & Indian experiences of the impact of ideas on men vs. women. • Identify 5 recent advertising campaigns and articulate what would have been their tasks, the insights, the ideas & their creative expression along with the choice of media. 88

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Module VII (8 Hours)Project Team Management: building high-performance project teams, managing virtualproject teams, project control process; Basic essential and desirable features for Projectmanagement packages; assessing and evaluating organizational needs and matching offeatures; overview of different packages available; demonstration of the use packagesModule VIII (8 Hours)Performance measurement and evaluation, project quality, planning, quality assurance,quality audit, project closure, post completion audit; Project procurement and contactmanagement: Project purchasing – special characteristic, material controls, codification andstoragePractical Components: • Take 3 regular college based events e.g. Annual day; cultural festival and the convocation, and do a full fledged project plan for these and “sell” them to the college authorities. • Take 5 family projects like an annual holiday; religious festival and birthdays and apply the principles of budgeting to these. • Take a local festival or a sports tournament and demonstrate to the organizers the benefit of scientific project management. • Take any project of your choice, including social development, and successfully complete an end-to-end planning to implementation. Then share the lessons learnt on the challenges & your strategy to overcome these to a panel of external NGO’s.RECOMMENDED BOOKS:1. The Wiley Project Engineers Desk Reference: Project Engineering, Operations, And Management - Sanford I. Heisler, Heisler, Wiley-interscience,1994.2. Fundamentals of Project Management - James P Lewis, Heritage Publishers, 2003. 3. Managing Projects Large and Small: The Fundamental Skills to Deliver on budget and on Time - Harvard Business Press, 2003. 4. An Introduction to IT Project Financials - Budgeting, Cost Management and Chargebacks - Michael Gentle, Lulu. Com, 2010.REFERENCE BOOKS: 93

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Direct Marketing: Features, Functions, Growth, Advantages/Disadvantages, And DirectMarketing Strategies.Promotion: Meaning, Importance, tools used, Conventional/unconventional, drawbacks,push pull strategies, Co-operative advertising, Integration with advertising and publicityPublic relation/ Publicity:- Meaning, Objectives, tools of public relations, Public relationstrategies, Goals of publicity, Corporate Advertising – Role, Types, Limitations, PR VsPublicity.Module VI (4 Hours)Monitoring, Evaluation and control: Measurement in advertising, various methods used forevaluation, Pre-testing, Post testing.Module VII (11 Hours)International Advertising: Global environment in advertising, Decision areas in internationaladvertisingInternet advertising: Meaning, Components, Advantages and Limitations, Types of InternetadvertisingIndustrial advertising: B 2 B Communication, Special issues in Industrial selling.Module VIII (5 Hours)Event Management: Introduction Purpose of organizing an Event, Key elements of Events,Concepts of promotion and pricing in events.Case studies in Indian context only (4 Hours)Practical Components: • Study the IMC programs adopted by various colleges to students applying for an MBA course? Is the tactic adopted by your college right? If no, what are your suggestions? • Study the role of newspapers, radio, television, billboards, internet and other media in the marketing of mobiles. cold drinks, jeans, mobiles etc. • Observe a marriage in your family and write about how you would ‘event manage’ it? • Take an advertisement introducing a new product like soap, biscuit etc and find the media in which it was advertised. Ask your friends if they can recall this 107

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Performance Management: Definition of performance Management, the performancemanagement contribution, dangers of poorly implemented PM systems, aims and role of PMSystems, characteristics of an ideal PM systems, performance management process,performance management and strategic planning. Performance goal setting, performancecoaching and support, performance monitoring, performance appraisal. Performancefeedback.Module V (7 hours )Performance management & employee development: Personal Development plans, 360degree feed back as a developmental tool, performance management & reward systems:performance linked remuneration system, performance linked career planning & promotionpolicy.Module VI (7 hours )Employee engagement- meaning and significance, constituents of engagement, conceptualframework of engagement, behaviors associated with engaged employees, engaged, notengaged, actively disengaged, parameters to measure employee engagement, Q 12 modelof Gallup, employee satisfaction survey .Module VII ( 6 hours )Succession planning: Identifying managerial positions which are critical for the business.Identifying second line of leaders and developing their capabilities to occupy the criticalpositions in the event of the exit of current incumbents. Taking up lateral hiring when there isdiscontinuity in the succession plans.Module VIII (6 hours )Career planning: Creating career growth opportunity. Mentoring employees for growth.Providing developmental job assignments, providing resources of learning and developmentopportunities, vertical promotions and horizontal postings to promote career progression,psychological contract and career anchors.Practical components: • Students are expected to conduct a study on how talents are acquired and retained – in various industries – and various strategies followed by the respective companies. • Students can be asked collect the information related to attrition rates in various sectors and identify the possible reasons for the same through a survey • Ask the students to find out the best employer surveys conducted during the past one year and make a presentation. • A sk the students to collect data about the position of principal, director, and other teachers in your college and prepare a competency dictionary for the said positions. • A sk the students to role play the behavioural event interview to collect data for competency mapping for the position of management professor. • Ask students to collect data in your college or any other organization using Q 12 instrument and analyze it to find out the engagement level of employees. 135

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Module I (4 Hours)Concept of leadership; evolution of leadership over the years; myths about leadership;theories on leadership; Definitions of leadership, the necessity of leadership, Examples ofleadership, The power of leaders and situationsModule II (8 Hours)Components of leadership- leaders and followers; factors and principles of leadership; effectof leadership on organizational culture and climate; functions of leadership; leadershipattributes; Theories of motivation, The extended leadership theory: Transformational,instrumental, transactional leadershipModule III (8 Hours)Developing leadership skills-developing skills in problem solving, planning, delegation,internal communication, meeting management and managing yourself, Who is a Leader;Leadership Traits, Communication, Coaching and Conflict Skills, Leadership inGroups/Teams, Organizations, and the Public Sphere,Module IV (8 Hours)Application of leadership in different contexts; leadership at micro level and macro level;various styles of leadership; assessing leadership and measuring its effectiveness; Power &Influence, Importance of Leadership and its value to the organization, Difference andrelationship between Leadership and managementModule V (4 Hours)Leadership and change; situational leadership; planning in leadership; varieties of power,Types of Leaders and Styles of Leadership, The Leaders Character, Professionalleadership competenciesModule VI (8 Hours)Concept of individual leadership and group leadership; team building and building highperformance teams; tools for leadership development among employees, Leader-FollowerRelationship, Leaders and the Role of Personal Traits, Leadership and the Role of Gender,Leadership as an Influence Process, 142

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Your Branded Content Plan: Elements, Audience, Objectives, Developing a workablebranded content marketing planModule IV (8 Hours)Retail as a branding interface; the importance of points of purchase as well as points ofconsumption; can retail be an advocacy channel; the importance of salesmanship at retailacross different product categories, Creating valuable branded content, Future of BrandedContent and Branded Social MediaModule V (8 Hours)Integrated media offering—opportunities & requirements; media monetization in the era oftechnology; implications of content creators. Technology & broad-band’s impact oncommunication & brandingModule VI (4 Hours)Challenges & opportunities in the interactive & mobile space; trends in brand conversations &advocacy, Mobile Marketing & Advertising , What is Interactivity? Confluence of interactivity,mobility, messaging, and media, Interactive Media vs. Other Kinds of MediaModule VII (6 Hours)Different media sources & their differing credibility & influence across differentcommunication tasks; media neutrality & source authority & expertise, Advantages andLimitations of various media.Module VIII (10 Hours)Globalizing of media appeals; what is loyalty in the interactive era; brand placement vsbranded content; broad vs. narrow cast media. The changes in the business of media;challenges & how different media owners have responded, The impact of the SocialNetworking MediaPractical Components: • Identify 5 successful properties across television, internet and magazines and research their insights and present to the class & to an external panel of media owners. • Contemporary thinking indicates that companies should leverage their web site as their most important media and touch point with various stake holders. 145

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Indentify three Indian & two global companies who are doing this well & present to the class. • User generated content---its implications for editorial control---interview readers and editors and advertisers to develop this essay. • Select five most innovative regional & local brands with their own branded content and do a detailed presentation to the class on their strategy. Present also to a panel of brand owners. • Youtube---analyze the reasons for its stupendous success. Also identify 5 distinct brands that use youtube for their thematic & tactical campaigns.RECOMMENDED BOOKS: 1. A New Brand Of Expertise: How Independent Consultants, Free Agents, And Interim Managers Are Transforming The World Of Work - Marion McGovern, Dennis Russell & Dennis Russell, Butterworth Heinemann Special Priced Titles, 2001.REFERENCE BOOKS:2. Marketing Manual: Focus On Branded Content, With Other Marketing Aspects - Bren Monteiro, 6 Degrees Books3. Killer Web Content: Make The Sale, Deliver The Service, Build The Brand - Gerry McGovern,1/e, A & C Black, 20064. Get Content Get Customers: Turn Prospects into Buyers with Content Marketing - Joe Pulizzi, McGraw-Hill, 20065. Guerrilla Advertising: Unconventional Brand Communication - Gavin Lucas and Michael Dorrian, Laurence King Publishers, 2006. 146

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The guidelines for 12 Weeks’ Internship (Project Work - 12MBA49) during 4th Semester MBAINTRODUCTION:Internship (project work) is an integral part of the academic curriculum of VTU MBA. It is an initiativeto bridge the gap between knowledge and its application through a series of interventions that willenable students of VTU MBA program to gain insights and exposure to the industry. The 12 weekInternship (project work) has been positioned during 4th semester of the MBA program as it serves thetwin purposes of providing critical business insights to students as well providing industry withgraduates of a high caliber who are ready to get ahead in the world from day one.OBJECTIVES:The objectives of conducting Internship (project work) during 4th semester of MBA program are: To provide an opportunity for students to apply theoretical concepts in real life situations at the work place; To sensitize students to the nuances of corporate culture and familiarize them with the corporate code of behavior; To enable students to manage resources, work under deadlines, identify and carry out specific goal oriented tasks; 147

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To enable students discover their professional strengths and weaknesses and align them with the changing business environment; To sharpen domain knowledge and provide cross functional skillsGeneral Guidelines: A. Nature of Internship (project work): The student will have to identify an Internship (project work) in a business enterprise that matches the student’s area of specialization. Internship (project work) is a combination of In-plant study and a research project. Students are expected to study the functioning of an organization, identify a problem area and provide suggestions to overcome the problems. No two students of an institute shall work on the same topic in the same organization B. Duration of Internship (project work): The Internship (project work) shall be for a period of 12 weeks immediately after completion of 4 theory papers during the first 12 weeks of the 4th semester but before the commencement of University Examinations. Students are expected to take up the preliminary work such as identifying the organization, finalization of topic and review of literature during the first 12 weeks of fourth semester and start the Internship (project work) immediately after this. C. Guide: Internal guide of the Internship (project work) is a full time faculty member working in management department of respective institution with minimum of three years of experience. External guide is from the business organization where the student is carrying out his/her Internship (project work). Maximum of ten students can work under an internal guide. Internal guide is expected to be in continuous interaction with external guide during the course of the Internship. D. No two students of an institute shall work on the same problem in the same organization. E. Schedule to be followed before commencement of Internship Activity Time-line Remarks • Identifying the First two Student individually 148

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Organization weeks of 4th identifies an organization • Problem Identification semester. and identifies problem for his / her study, according to his / her interest • Problem Statement 3rd week of His / her interests are 4th discussed with selected semester. guides • th Research design 4 week of Discussion with internal th 4 guide to decide on suitable semester. design for the research • Synopsis 5th and 6th Preparation of synopsis* preparation week of 4th incorporating the Objectives semester. • th Presentation of 7 and 8th The student will present synopsis week of 4th Synopsis with the detailed semester. execution-plan to the internship committee** who will review and may a) approve, b) approve with modification or c) reject for fresh synopsis. • th th Approval status 9 and 10 The approval status is week of 4th submitted to HOD who will semester. officially give concurrence for execution of the internship Synopsis*: It is a 3 page document / hard copy to be submitted to the HOD with thesignatures of Guide and the Student. Page1 Title, contact addresses of student - with details of internal & External Guide Page 2 Short Introduction with objectives and summary (300 words), Review of articles/literature about the topic with source of information. 149

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Page 3 Time-Activity ChartComposition of the Internship committee**1. Director/HOD2. Domain expert from the department3. Internal GuideF. Schedule to be followed during Internship Activity Time-line Remarks • Understanding structure, First two Student should understand culture and functioning of weeks of products/services and the organisation. internship. problems of the organization. • rd preparation of 3 to 4th Discussion with the guide research instrument week of for finalization of research for data collection internship. instrument in his/her domain and present the same to the guide. (First presentation) • Data collection 5th to 8th Data collected to be edited, week of coded, tabulated and internship presented to the guide for suggestions for analysis. (Second presentation) • th Analysis and 9 to 11th Students must use finalisation of report week of appropriate and latest internship statistical tools and techniques for analyzing the data (It is must to use latest statistical packages whose results should be shown in the report) (Third presentation) • th Submission of 12 week Final report should be report of internship submitted to the university before one week of the 150

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commencement of theory examination.G. Evaluation:• Internal Evaluation: Internal evaluation will be done by the internal guide.• External Evaluation: External evaluation shall be done by a faculty member of other institute drawn from VTU institutions with minimum of 10 years’ of experience.• Viva-voce / Presentation: A viva-voce examination will be conducted at the respective institution where student is expected to give a presentation of his/her work. The viva-voce examination will be conducted by the respective HOD / Sr. Professor of the department and an expert drawn from VTU institutions with minimum of 10 years of experience as appointed by the University.Internship work carries 300 marks consisting of 100 marks for internal evaluation by theinternal guide, 100 marks for external evaluation and 100 marks for viva-voce examinationjointly done by HOD / Sr. Professor of the Department and an expert drawn from VTUinstitutions, as appointed by the University.H. Format of the Internship report: The internship report shall be prepared using word processor Viz., MS word, using Times New Roman font sized 12, on a page layout of A4 size with 1” margin on all sides and 1.5 line spacing. The internship report shall not exceed 75 pages.I. Submission of report: Students should submit the internship report in electronic data form only, in PDF file (Un-editable format) to the Institute. Institute in turn shall submit all the CDs of their students along with a consolidated master list as per specialization containing USN, Name of the student, Title of the report to Registrar (Evaluation) one week before the commencement of the theory examinations.J. Publication of research findings: Students are expected to present their research findings in seminars / conferences / technical fests or publish their research work in journals in association with their internal guide. Appropriate weightage should be given to this in the internal evaluation of the project report. 151

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Contents of the Internship (Project) Report• Cover page• A certificate from the Organization (Scanned copy of the certificate)• A certificate from the guide, HOD and Head of the Institution (Scanned copy of the certificate) indicating the bonafide performance of Internship by the student.• Declaration (Scanned copy of the declaration) – An undertaking by the student to the effect that the work is independently carried out by him/her.• Acknowledgement• Table of contents• List of Tables and Graphs• Executive summary• Chapter 1 Introduction: Introduction about the Internship, Topic chosen for study, Need for the study, Objectives of the study, Scope of the study, Methodology adopted, Literature review and Limitations of the study• Chapter 2: Industry profile and company profile: (Promoters, Vision, Mission & Quality Policy, Products / Services profile, Areas of Operation, Infrastructure facilities, Competitors’ information, SWOT analysis, Future growth and prospects and Financial Statement• Chapter 3: Theoretical background of the study – elaborative information on the subject chosen for better understanding and usage in the analysis. 152

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Internship Report on (Title of the Report) BY (Student Name) (USN ) Submitted to VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Under the guidance ofINTERNAL GUIDE EXTERNAL GUIDE(Name) (Name)(Designation) (Designation) 155

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(Institute Logo) Department of MBA (Institute name with Address) (Batch) CERTIFICATEThis is to certify that (Name of the Student) bearing USN (xxxx) , is a bonafide student ofMaster of Business Administration course of the Institute (Batch), affiliated to VisvesvarayaTechnological University, Belgaum. Internship report on “(Title of Report) ” is prepared byhim/her under the guidance of (Name of the Guide), in partial fulfillment of the requirementsfor the award of the degree of Master of Business Administration of VisvesvarayaTechnological University, Belgaum Karnataka.Signature of Internal Guide Signature of HOD Signature of Principal 156

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DECLARATION I, (Student Name) , hereby declare that the Internship report entitled “(Title) ”with reference to “(Organisation with place)” prepared by me under the guidance of (Guide Name) , faculty of M.B.A Department, (Institute name) and external assistance by (External Guide Name, Designation and Organisation). I also declare that this Internship work is towards the partial fulfillment ofthe university regulations for the award of degree of Master of BusinessAdministration by Visvesvaraya Technological University, Belgaum. I have undergone a summer project for a period of Twelve weeks. I furtherdeclare that this project is based on the original study undertaken by me and hasnot been submitted for the award of any degree/diploma from any otherUniversity/Institution. 157

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Chart-4.4 Graph showing Stock of Raw Materials Chart -4.5 Graph showing Raw Materials Turn Over Ratio BIBLIOGRAPHYBOOKS: 1. Name of the Author, Title of the Book, Name of the Publisher, Edition, year of Publication.ARTICLES: 1. Name of the Author, Title of the article, Name of the Journal, Volume Number, Issue Number, Year, Page Number (pp)WEBLIOGRAPHY 2. Name of the Author, Title of the article, retrieved on mm/dd/yy, from URL 160